Mystery billboards can be seen on the streets — and South Africans can't stop talking about it. From taxi ranks and roadside billboards to gyms, malls, Gautrain stations and golf clubs, bright yellow messages can be seen almost everywhere. They are colourful, loud, and impossible to ignore.
The self-proclaimed "OG Influencer" has taken over digital out-of-home (DOOH) with lines like, "You stretch, I reach," in gyms, "All eyes on me, literally," in malls, and "More followers than your feed. I just call them the population," across roadside screens. The campaign is unapologetic, disruptive and unmissable.
The campaign says that it is not the work of a single media owner — it's a rare collaboration across multiple players in the industry. A united takeover that shows the power of outdoor when it's at its loudest, adds the campaign.
And while the yellow-clad OG is already making itself known on LinkedIn, Instagram and Facebook with lines like "#nohashtagsneeded", the question remains: who's behind the campaign?
For now, the mystery is part of the magic. The OG Influencer isn't asking for likes or shares — it's demanding attention in the real world, reminding us all who the original influencer really is, concludes the campaign.
For more information, you can follow the OG Influencer on LinkedIn, or on Instagram.
*Image courtesy of contributor